Levi Roots created the Reggae Reggae Sauce brand after appearing as an entrepreneur on the British TV programme Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. The pitch brought the product to a national audience and helped turn the sauce into a major commercial brand. It was based on a recipe associated with Roots's family and his Jamaican heritage.
The product was later sold under the Reggae Reggae brand, with the range expanding beyond the original sauce. Roots became known not only as a musician and entrepreneur but also as a television personality and food-brand founder.
The televised pitch is often remembered as one of the show's best-known success stories. The answer is Levi Roots, while the product name is Reggae Reggae Sauce; those are related but distinct terms.